Abstract

ARBOLEDA ARANGO, Ana  and  LOPEZ SANCHEZ, Silvio Fernando. Involvement as an expression of an orientation towards promotion or prevention. Divers.: Perspect. Psicol. [online]. 2016, vol.12, n.1, pp.73-81. ISSN 1794-9998.  https://doi.org/10.15332/s1794-9998.2016.0001.05.

This study relates cognitive promotion and prevention strategies to consumer involvement. It was a field study where 92 attendants to a dental care appointment completed the Regulatory Focus Questionnaire. At the same time, involvement behaviours were recorder during the appointment. Results suggest that a higher inclination toward prevention is associated with higher involvement, whereas a stronger promotion orientation is negatively associated to consumer involvement. We suggest using involvement behaviours as a segmentation strategy, understanding these are related to healthcare consumers' orientation towards prevention/promotion.

Keywords : Promotion; prevention; involvement; regulatory focus.

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